Germany’s Deutsche Hospitality has plans to expand in the region with 20 hotels in the pipeline.
The hospitality company will launch hotels in various destinations including Dubai, Abu Dhabi, Ras Al Khaimah, Fujairah, Muscat, Salalah, Qatar, Jeddah and Riyadh.
In light of this huge development plan, the group has appointed Siegfried Nierhaus as vice president of the Middle East. Nierhaus was previously responsible for the strategic regional expansion and opening of the first Steigenberger Hotel and IntercityHotel in the region. Under his management, the group signed agreements for hotel openings in Dubai, Oman, Saudi Arabia and Tunisia. He will now oversee and execute the company’s new operational strategy and drive additional strategic growth in the Middle East.
Nierhaus declared: “I am delighted to once again join the Deutsche Hospitality team in the Middle East as the business continues to expand its offering in the region. The Middle East market has proven remarkably robust during the pandemic and continues to pursue ambitious multi-sector growth plans. With the launch of the first federal domestic tourism campaign boosting the country’s domestic tourism strategy and visa reforms coupled with the robust national vaccination programme, this is an ideal time for regional expansion.”
Deutsche Hospitality’s robust global expansion plan includes its Steigenberger Hotels & Resorts, MAXX by Steigenberger, Jaz in the City, IntercityHotel and Zleep Hotels brands. The hospitality expert has plans in place to boost its overall portfolio from 120 to 700 properties by 2025.
“Our strong momentum in business development and pipeline of new openings this year will continue and the Middle East is a vital market for us. We’re introducing new brands and innovative concepts, and are putting together a highly-skilled development team to pioneer our expansion, setting a firm foundation for our future growth,” Nierhaus said.
Hotels that are due to open over the next few years include an InterCityHotel in Dubai (Q4 2021), a Steigenberger Hotel in Doha (Q3 2021), a Jaz in the City in Dubai (Q4 2024) and an IntercityHotel in Muscat, Oman (Q4 2021).
Deutsche Hospitality is currently present in the Middle East with 14 Steigenberger Hotels & Resorts in Egypt and four IntercityHotel hotels in Dubai, Oman and Saudi Arabia.